The internet is more and more vital to the success of any practice, with the primary role being to gain new clients & help retain existing ones. However, simply having a website is not good enough anymore – it has to rock!
I recently attended an Entrepreneurs Circle event on websites and it really got me thinking a lot about what it is that vet practices can and should be doing to really ensure that their websites are as epic as they can be. I would like to share some of the thoughts that came out of this thinking and offer my take on how practices should be applying the lessons to their own practices. If you are serious about really growing your clinic then I do recommend considering joining the Entrepreneurs Circle.
1. Why have a website?
There are 3 main reasons: 1. to sell things online; 2. to get clients to call you; 3. to get clients to give you their contact details. Most clinics are interested in getting clients into the hospital so getting them to call you, and FIND you is key. Is it clear how they go about doing that on your site? If it is then the second question has to be is there a clear reason why they should bother calling you?
2. Two-second rule
These days we all have the attention span of a hyperactive kid with attention deficit disorder and expect websites to speak to us immediately. Does yours? Is it clear from the first fold (the first view of the homepage) what you do and who you are for? How does your site look on different devices, including mobile, which is becoming more and more important?
woorank.com is a great free resource for checking your site for a number of relevant parameters and will tell you where you can improve things.
Navigation is also an important point here as it must be clear and intuitive how users move through your site. Is it obvious how to contact you? Can users easily switch back to the main homepage by clicking the practice logo in the header, or do they have to follow a long, winding bit of digital string back to the entrance? If so then they’re just as likely to exit the site altogether and find a local competitor. Get as many different people (ideally those representing your clients) to play with your site and feedback on what they thought of the navigation and ease of use.
3. Google Analytics
Do you know how many visitors are coming to your site? Where they are entering and leaving? How many visitors compared to the number of enquiries or bookings made? What about the keywords that people are using to find your site? Information is power and Google Analytics provides information in bucket-loads to enable you to really drill down in to how your website is working and, most importantly, how it can be improved to bring more clients to your door. It is easy to set up for your site and your web developer has probably already installed it for you – ask them.
4. Reviews (What our customers say)
We all love to see that a product or service has been proven and word of mouth (reviews by another name) is still one of the most reliable ways to gain new business. I would sooner use a professional that another person, independent of the business, has had a good experience with than take a punt on an unknown – most of us don’t like being pioneers, especially when it comes to both the health of our animals and that of our wallets. Your current clients love you – if they didn’t they’d go elsewhere. Ask them for reviews, including photos if they’re happy for them to go on the website (most people are), and get them on your website in various, prominent positions.
5. Personal Touches
Veterinary is more of a people business than it is anything else and pet owners invest as much in the vets and staff they like and trust than they do in any other aspect of the practice’s offering, including price. You could be the cheapest vet in the entire country but if you’re as personable as Jack The Ripper then no (sane) client is going to stay with you. Show your existing and potential new clients just how awesome, friendly and personable you and your team are. Have photos of the team (nice, professional, smiley photos as opposed to dour, happy-snap ‘passport style’ mugshots) and include great photos of your clinic, including some scenes from both outside and inside, preferably showing what you do well.
6. Phone numbers
It is still the case that the phone is the most valuable piece of equipment in veterinary practice today – without it we’d be sunk! Is your phone number clearly visible on each and every page of your website? It is best placed up in the top right corner where it is most visible. Also, ensure that it is entered on your site as text so that it is automatically available to copy, call etc from a smartphone. One thing that might be worth considering as well is the use of call tracking numbers. These divert to your normal phone line but can be a great way of actively keeping track of where calls are originating from. Are clients calling you because they saw a flyer? Or have they searched for you online and found your website? Having a different call tracking number in each place provides a simple method for seeing which media/ marketing efforts are yielding the most calls. www.citynumbers.co.uk is a good place to get them, and they cost a few £ per month, so very affordable.
Does your site read like you would actually speak with pet owners or is it more akin to something straight out of a stuffy office in Whitehall? If you’re aiming to project a fun, friendly, caring image then surely the language you use on your website should reflect the same. Have a go now by reading out sections of text from your website aloud. If you feel like you’re addressing the House of Lords when you speak then maybe the language needs revision.
A picture does indeed paint a thousand words and the use of professionally taken, crisp, clear, fun photos of you and your team all working harmoniously together in your superbly clean and well equipped practice, surrounded by happy, content animals will do more to make your practice shine in the eyes of new and existing clients than any amount of well-written prose. A professional photographer needn’t break the bank and could well be a very savvy investment.
A lot of websites make video available now and it can be a really smart way to offer an insight into what it is your practice offers. I find myself clicking to watch introductory videos on businesses’ homepages far more than I ever used to, and probably make the decision to stay on the site based on what I see more so than on what I read, if I am honest. A short, well filmed and edited video introduction to the practice, especially if presented by someone clients can identify with and relate to, will really help to bond people to your site and to the practice, encouraging them to pick up the phone and give you a call. One question that does arise is that of “to autoplay, or not to autoplay?” I personally have no issue with videos that autoplay as long as the sound is not on and I don’t run the risk of inadvertently blasting the quiet cafe or library that I might be in with noise. If it is appropriate then I can always choose to activate the sound and listen to the video commentary. Whether you choose to autoplay or not is up to you but it is worth considering whether some people might be inclined to navigate off the page rapidly if they are not prepared for a video with sound to suddenly kick into life. Short video is good, with no more than a couple of minutes generally being advised before people get bored.
There is a lot to consider when it comes to really making your practice’s website rock but with the application of some of the principles above then there is no reason why it shouldn’t be performing brilliantly and taking your clinic to epic heights.